Is your paid media program up to speed? It’s time to stop viewing your media as digital vs. traditional and start getting your brand and messaging everywhere your travelers are. This session will improve your understanding of the newest programmatic media buying capabilities and provide best practices for better integrating your digital and traditional campaigns.

1. STRATEGIC
MEDIA PLANNING
TOURISM ACADEMY 2019

2. Director of Client Services
Jenny Rose
Director of Digital Media
Andy Kurlander

3. DEFINING
GOALS
TOURISM ACADEMY 2019

4. DEFINING
GOALS
TOURISM ACADEMY 2019

5. GOALS
What are you trying to accomplish?
Make sure to have a measurement plan - this will help you identify
the best course of action and lay a foundation for how you will
measure success.
Have an Endgame

6. AUDIENCE
Identify your target audience.
Start with basic demographics (age, gender)
Dig deeper by using lifestyle and behavior data (household income,
interests)
Where are they located?
Who Are You Trying to Reach?

7. CREATING
A PLAN
TOURISM ACADEMY 2019

8. OMNI-CHANNEL
Combine multiple channels into a holistic media plan
● Display
● Audio
● Video/TV
● Search
An Integrated Approach

9. BE STRATEGIC
Consistently tell your story across all devices
Engage at all stages of the travel planning cycle
The Omni-Channel Approach

10. MODERN TRADITIONAL
The Convergence of Traditional and Digital

11. MODERN TRADITIONAL
The Convergence of Traditional and Digital

12. MODERN TRADITIONAL
The Convergence of Traditional and Digital

13. MODERN TRADITIONAL
The Convergence of Traditional and Digital

14. MODERN TRADITIONAL
The Convergence of Traditional and Digital

16. MEDIA PLANNING
STRATEGY
Old School
● Where do we think the
audience is?
● Publisher first
● What keywords they use
New School
● Audience-first
● Data to identify behavior
and audience trends
● Smarter media planning

17. FIRST PARTY DATA
Consistently tell your story across all devices
Engage at all stages of the travel planning cycle
People You Know

18. THIRD PARTY DATA
New audience members who haven’t interacted with you in the
past
Visitor profiling, interest-based lists
People You Want to Meet

19. VIEWABILITY
An online advertising metric that aims to track only impressions
that can actually be seen by users.
● At least 50 percent for display ads
● At least 2 seconds for video
Quality over Quantity

20. BID STRATEGIES
Predict when people will take desired actions and optimize for those
goals
Work behind the scenes to identify people most likely to take action
Optimize for Specific Goals

26. QUESTIONS?
TOURISM ACADEMY 2019